Transforming bricks-and-mortar shopping is a high-stakes endeavor for retailers given Americans still do over 90% of our shopping in physical stores. In fact, one of the latest trends in retail is the launch of physical stores by online e-commerce companies, including Amazon, Warby Parker, and Birchbox.

Dozens of startups have taken on the challenge of helping retailers bridge the gap between digital and physical commerce through features ranging from shelf-stocking robots, to augmented reality displays, to Wi-Fi based beacons that collect data on shopper behavior.

Coupons & Rewards – Digital tools to manage coupons and rewards program. For example, brands like Victoria’s Secret use Koupon Media to push mobile coupons to shoppers’ phones while they are in store. Ibottaoffers digital cash back with brands like Target, Walmart, Aeropostale, Express and JCPenney.

Sensors & Beacons – Using in-store sensors to track foot traffic and shopper behavior. Startups like Nomi and Footmarks produce sensors that monitor foot traffic so associates can react to shoppers in real time. Swirl works with brands like Urban Outfitters, Lord & Taylor, and Timberland to monitor shopper behavior with beacons. Point Inside provides beacons to Target. Startups like Estimote, Shelfbucks, and Bfonics leverage beacons for in-store proximity marketing, such as sending mobile notifications to shoppers about the products they’re currently browsing.

Smart Dressing Rooms – New York-based Oak Labs has designed a smart fitting room, letting shoppers browse products and more on interactive, digital, touchscreen mirrors. Some retailers have developed comparable technologies in-house or through tech partnerships, such as Rebecca Minkoff with eBay.